Behavior Modification Perspective (BMP) concentrates to explore how manipulated environment such as stimuli, reinforcement could be framed to cause behavioral changes. BMP implies that internal psychological factors (e.g. needs, attitudes), and the concept of learning are thoroughly removed in behavioral study; investigating the behavioral changes and environment forces are sufficient; trying to examine how internal processes influence the behavior is unnecessary. However, a less fundamental perspective is accepted here suggesting that saving explanation of internal forces and incorporate them with examination of environmental factors. Thus, although BMP possesses a narrow concentration, but still shares theoretical background such as conditioning and reinforcement with principles of learning, that integrate internal psychological forces to interpret behavior.
According to Nord and Peter, BMP comprehensively illustrates the benefit of behavioral learning in marketing1. Hence, an essential advantage of BMP is that it helps construct a standardized investigation of purchase-related behaviors. Similarly, it shows particular strategies for altering and controlling these behaviors in light of the control of the environmental variables. For instance, through suitable pricing, distribution, and promotional strategies, marketing specialist can boost the utility of an item. Behavioral learning can be employed as a tool in behavior modification. “If the item is satisfying, the likelihood of repeating the behavior will increase”. That is, behaviors that are positively strengthened will probably recur than non-reinforced ones. Since the loyalty level to the brand is gauged by repeating purchase frequency, built and integrate positive reinforcement to desired behavior must be a definitive objective of the marketers2.
Behavioral Perspective Model (BPM)
Behavioral Perspective Model is employed in building behavioral theories by incorporating logical critiques derived from empirical consumer research. BPM indicates that the responding rate is a function of the open environment setting in which they happen, while educational and utilitarian reinforcement accessible or guaranteed by the setting3.
Consumers are exposed to a behavior setting which is comprised of social and physical elements where provocation lead to a decision-making situation. BPM is the adjusted version of the three-term contingency which places consumer behavior at the crossing point of the present behavior setting and their learning history. Hence, the BPM establishes an environmental viewpoint to consumer behavior in which circumstantial forces are integrated into the study of buying and usage. In behavioral language, consumer response depends on their own learning history, the environmental setting they are exposed to, and the consequences that the behavior generates.
In summary, BPM presents a contemporary model for a behavioral research of consumer psychology. Similar to the operant conditioning theory of Skinner, it focuses on precedent stimulus but take the concepts of discriminative incentive into account